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From the Grove

From the Grove

From the Grove is a quarterly print publication from the California Avocado Commission providing the latest news from the California avocado industry. 

Current Issue

From the Grove: Spring 2017

Archive

From the Grove: Winter 2016

Topics:
Message from the President; At Long Last, the Avocado Emoji is Here!; Chairman's Report; California Avocado Commission Explores Opportunities in Asia; CAC Participates in U.S./China Ag Meeting; Board Commits to a Strong Marketing Effort Despite Lower 2017 Budget; 2016 CAC General Election Results and a Look at the 2016-17 CAC Board of Directors; FDA Update: Avocados Now Considered "Healthy"; Grower Profile: Arby Kitzman; Growth of Store-Made Fresh Guacamole Provides Incremental Fresh Avocado Sales; Final Report Issued Giving Tools for Fertilization and Salinity Managment; Issues Watch; CAC's 45th Exhibition at PMA Fresh Summit a Success; Shot Hole Borer and Fusarium Dieback Update; Progress Reported on Redbay Ambrosia Beetle and Laurel Wilt Issues; No Quarrel with Pre-Season Estimate; How to Make a California Avocado Rose

From the Grove: Fall 2016

Topics:
Message from the President; Chairman's Report; CAC’s Peak Season Consumer Events Garner Lasting In-Person Impressions; California Avocado Month Activities Reach Millions; High Density Planting for Avocado Production: A Chilean Perspective; Food Safety Certification Key to Future Marketability of California Avocados; Summer Fun: Avocados Garner Much Consumer Attention This Year; Grower Profile: Maura Lundy; Tours Serve Slice of Avocado Life To Retail, Foodservice and Media Influencers; Reason for Optimism in 2017; California Avocados and the California Avocado Commission – A Unified Identity; Shot Hole Borer Research and Monitoring Programs Evolving; A Year of Extremes; Production Research: Leaner and More Focused; Avocado Marketing Dependent On World Supplies and Demand

From the Grove: Summer 2016

Topics:
Message from the President; Chairman's Report; Trade with China One Step Closer; Asia Could be Big Market For California Fruit; Consumer Marketing Campaign Taps into California Lifestyle; Native Bees in the Avocado Orchards; California Avocado Menu Promotions Continue to Drive Seasonal Usage of the Fruit; Grower Profile: Marv Crumb; Research Reviewed: An Investment in the Future; CAC Consumer PR Activities 2016; MWD Urges Growers to Cut Costs and Water Use with Water Savings Incentive Program; 2015-16 Mid-Season California Avocado Crop Update; 2015 California Avocado Acreage Inventory Update; U.S. Market Potentially Opened To All Mexican Avocados; CAC Annual Meetings: Premium Positioning Remains Focus of Avocado Marketing Plan; Shot Hole Borer Update; CAC & PBH Partnership Reaps Rewards & Benefits; CAC Districts Reapportioned: A look at new district lines effective November 1, 2016; Handlers Report

From the Grove: Spring 2016

Topics:
Message from the President; Chairman's Report; The Complexities of International Trade; #BigGameAdd: Instant Replay; California by Nature; Little and Often: Key to Maximizing Fertilizer Use in Avocado; From Ornamentals to Avocados: The Journey of One Grower; 2014-15 CAC Annual Report Now Online; Trade Advertising: An Integral Part of the Commission Effort; Trade Marketing Team Prepares for California Avocado Season; World Avocado Organization Launches; Eyes European Promotions; The 2015-2020 Dietary Guidelines; Drought Management Conference Targets Tree and Vine Crops; The Food Safety Modernization Act: How Does It Impact You?; Commission Hosts EPA Officials in SHB Infested Areas; Secures Additional Research Funding; Avocado Tree Decline: What's Happening to Our Trees?; Market Should Improve As Season Progresses

From the Grove: Winter 2015

Topics:
Message from the President; Chairman's Report; The California Avocado Commission in the Words of our Trade and Marketing Partners; PSHB Detected in Ventura County; Fall 2015 Tracking Study Highlights; Good Fertilization Practices: A Tool in the Fight Against Pests and Diseases; Shot Hole Borer Update; CAC Board Approves 2015-16 Budget, Business Plan and Sets Assessment Rate; Grower Profile: Shawn Martin; CAC Showcases Premium California Avocados at PMA Fresh Summit 2015; Huge Successes Achieved at Avocado Brainstorming 2015 & World Avocado Congress; California Grown Label Resonates in the Marketplace; Commission Representatives Travel to Peru; Commission Working to Expand Trade Opportunities; Tiered Marketing; 2015 CAC General Election Results; Production Research: An investment in the Future

From the Grove: Fall 2015

Topics:
Message from the President; Chairman's Report; Retail Research Offers Insights; Drought, the Media, and "Premium Californians"; Grower Profile - Bradley Miles; California Avocado Month Tops 100 Million Impressions; 2015 Foodservice and Retail Highlights; Using Soil Moisture Sensors to Improve Irrigation Efficiency; Decision Support Tools for Avocado Fertilization & Salinity Management: Preview to the Final Project Report; Water to Play Big Role in 1016 Crop; PSHB Research Update; Commission Relentless in Hunt for PSHB Management Options; Florida Remains a Steady Supplier

From the Grove: Summer 2015

Topics:
Message from the President; Chairman's Report; 2014 California Avocado Inventory Survey Results; 2015 Mid-Season Crop Update; CAC Hosts Government Regulatory Tour; Spotlight on Kroger; Managing Avocados During Drought; Avocado Plant Breeding Takes a Leap Forward; Israeli Researchers Visit California; The Ambrosia Beetle in Israel Published ; A Landmark Season for California Avocado Advertising ; UCR Researcher Spends Career Focusing on Avocado and Citrus; Commission Hosts Annual Field to Table Grove Tour; Grower Profile - Steve Serrao; Annual Grower Meetings Focus on the Future; CAC Campaign Capitalizes on Growth in Breakfast Use; PSHB Research Update; Short California Crop But a Good Season

From the Grove: Spring 2015

Topics:
Message from the President; Chairman's Report; PSHB Activities Continue to Ramp Up; Early Season Retailer Promotions and Activities; Spring Avocado Management Considerations; Fruit Logistica Provides Unique Opportunity for Connections; Freak Snowstorm Hits Temecula; CaliforniaAvocado.com, CAC's Consumer Website, Relaunched; CAC and FPFC: 50 Years of Collaboration; EGAP Holds the Line, Avoids Ag Water Rate Increases; 2013-14 CAC Annual Report Available Online; PSHB Research Update; Advances in Salinity Tolerance and Phytophthora Detection; Size Picking Helps Season Get Off to Good Start; Jalisco Could Soon Be Shipping to the U.S.

From the Grove: Winter 2014

Topics:
Message from the President; Chairman's Report; Commission Intensifies Fight Against PSHB/FD; Board Approves Budget, Business Plan and Sets Assessment Rate; 2014 CAC General Election Results; Commission Inspires Healthy Choices with eat brighter!(tm) Campaign; New Subtropical Farm Advisor Comes to Southern California; Tighter Marketing Window Expected for 2015 Season; Grower Profile - Don Thompson; Avocados in a Drought; Foodservice Restaurant Chain Promotions; Tracking Study Reveals Consumer Attitudes; CAC Nutrition Communications; CAC Grower Website Improved; Ag Water Team Meets with MWD; CAC GAP Program Revised; Two Billion Pounds Forecast for 2015

From the Grove: Fall 2014

Topics:
4th of July Breaks Consumption Record; Change on the Horizon for CAC's Food Safety Program; Optimizing Irrigation Managment Through Soil Water Monitoring; Soil Moisture Technology and Irrigation Management; Grower Profile - Jay Ruskey; California Avocado Recipes Encourage Demand; Didn't Meet Expectations But It Was a Good Season; Promotions Encourage Sales of California Avocados; PSHB and Fusarium Dieback Update; Blogger Outreach Generates Millions of Impressions; CAC Leads Appeal Before MWD Board; Labor Issues Offer Big Challenges in Brazil

From the Grove: Summer 2014

Topics:
Message from the President; Chairman's Report; 2014 CAC General Election; 2014 Mid-Season Crop Update; 2013 California Avocado Acreage Inventory Update; Point of Origin Labeling Gaining Traction; CAC Season Opener Activities; Commission Questions FDA's Avocado Sampling Assignments; California Avocado Commission Promotes Avocados for Summer Snacking; Grower Profile: David Ross; Better Growing: Canopy Management for Avocados; Integrated Promotion Campaigns Provide Premium Brand Positioning; Determining Water Use Efficiency; CAC 2014 Annual Meetings: Vision 2025 Impact on Programs Explored; High Density Avocado Production: Could this be the Future for California Growers?; Short Crop Leads to Strong Market; Drought Impacts Feared; PSHB and Fusarium Dieback Update; Hawaii Gains Limited Access to Mainland Market

From the Grove: Spring 2014

Topics:
Coping with Drought; Increasing Demand for California Avocados Through Consumer Advertising; Better Growing: The Architecture of Avocado Trees and Why it Matters; Grower Profile: Jeff Dillman; CAC’s 2012-13 Annual Report Goes Digital; PSHB Outreach Moves Forward; Drought Emergency Brings Challenges to CAC Water Pricing Campaign; Behind the Scenes: Introducing the CA Avocado Season to Retailers and Foodservice; Inaugural Field Day Demonstrates Overwhelming Support and Interest in CAC’s Outreach Efforts; Introducing the CAC Blog; Beetle Found in Commercial Avocado Grove; Factors Influencing Avocado Fruit Set and Yield; Global Perspectives and Handlers Report

From the Grove: Winter 2013

Topics:
CAC Board Approves 2013-14 Budget, Business Plan and Sets Assessment Rate; 2013 CAC General Election Results; Expanding Export Opportunities for Avocados; Production Research Focuses on Grower Needs; Annual Tracking Study Shows California Avocados Are Still Dominant; Avocadosource.com: Offering Information to the Industry; Best Pruning Practices to Help Control Branch Canker and Stem-End Rot; Pine Tree Ranch Demonstration Grove; Regional Trade Shows Provide Unique Venues for Retailer Education; Food Banks Interested in More Avocados; Grower Profile - Ralph Foster; HAB Update; Commission's GAP Program Continues to Build Momentum; City of Hope Food Industry Circle Yields Win-Win-Win Benefits; PSHB / Fusarium Dieback Update; CAC Submits Comments on Food Safety Modernization Act; Smaller Crop, Good Prices Predicted but Lots of Factors Have to Weigh In; Israel Avocado Production in Steady Growth Mode

From the Grove: Fall 2013

Topics:
Engaging Nutrition Experts on the Nutrition Benefits of California Avocados; Commission Meets with Rep. Duncan Hunter; Expanded Variety List Could Offer Opportunities; Fourth of July Promotion Resonates with Consumers & Retailers; Commission Forges Partnership with Cal Poly At Historic Pine Tree Ranch; Foodservice Firm Visit Focuses on Food Safety Practices; Summer Job Leads to Ag Career; CAC Staff Visit Florida Avocado Researchers; Plant Breeding: Investing in the Future of the California Avocado Industry; California Avocados Inspire Restaurant Relationships with Roots; Nutrition Tool Kits Build In-Store Ambassadors for CA Avocados; Polyphagous Shot Hole Borer/Fusarium Dieback Update

From the Grove: Summer 2013

Topics:
Premium Positioning Offers Bright Future for California Avocados, CAC Establishes Northern Field Office in Santa Paula, Behind the Scenes ~ Co-Marketing Promotions, Wake Up to Breakfast with California Avocados, Water Purchase Agreements May Help Secure Rate Relief, Great Views Led to Avocado Career Grower Profile, Polyphagous Shot Hole Borer/Fusarium Dieback Update, Commission Hosts Congresswoman Julia Brownley, The Cost of Growing Avocados, Message from the President, Chairman’s Report, Grower Communications, Issues Watch, Better Growing, From Your Commission, AvoTech, Global Perspectives

From the Grove: Spring 2013

Topics:
The Value of CAC Grove Tours, Production Research - Tackling an Old Foe with New Technology, Late March - Better Volume, Grower and Harvester Food Safety Workshops, Grower Profile - Manual DuBon, California Avocados Online, Food Safety Modernization Act, Growing and Presenting to the Consumer the Best Quality Hass, CAC Grower Website, Immigration Reform, From the Grove to the Consumer, Managing Pesticide Resistance Development, Polyphagous Shot Hole Borer/Fusarium Dieback Update, Growing Talent to Help Produce Companies Prosper, HAB Continues to Represent Entire Industry, Mexico Leads in Both Production & Consumption

From the Grove: Winter 2012

Topics:
CAC’s Next Steps Along the Path to Improved Grower Communications, 2012 Fall Avocado Tracking Study, Avocado Pioneer: Linh Curtis Grower Profile, Reaching Retail & Produce Industry Stakeholders Through Trade Communications, California Avocados Shine at Produce Marketing Association Fresh Summit, Shot Hole Borer Update, A Simple Plan for Measuring Persea Mite Population, Potential Greenhouse Gas Emission Offsets For California Avocado Growers, Message from the President, Chairman’s report, Avotech, From Your Commission, Better Growing, Global Perspectives, Issues Watch

From the Grove: Fall 2012

Topics:
Setting the 2012-13 Assessment Rate, Foodservice Promotions Keep Demand for Fresh California Avocados Growing, Top Chefs Share Avocado Secrets, From the Halls of Congress to the Groves of Fillmore... Grower profile, New Food Safety Materials Provide Grower Education and Training, Shot Hole Borer Update, More Collaboration Explored on Avocado Research, California Avocados Add Green to Red, White & Blue Celebrations, Southern California Agriculture Contributes Billions to the Economy, Message from the President, Chairman’s Report, Handlers Report, Grower Communications, Better Growing, Avocado Research, Issues Watch, Global Perspectives

From the Grove: Summer 2012

Topics:
New Beetle - Fungus Disease Complex Threatens Avocado Production, Annual Meeting Focuses on Future, Grower Profile - Diversification Led Ikeda Bros. to Avocados, Leveraging Blogger Relationships to Create California Avocado Engagement, Celebrating Summer Holidays with California Avocados, Avocado Pest Management Strategy & Research, The IR 4 Project - How it Benefits California Avocado Growers, Backstage: The Development and Filming of CAC’s 4th of July Commercial, The California Avocado Society - Weaving the Fabric of our Industry, Message from the President, Chairman’s Report, Global Perspectives, Avocado Research, From Your Commission, Issues Watch, Handlers Report

From the Grove: Spring 2012

Topics:
Tis the Season - California Avocado Season, The Importance of the Supermarket Dietitian in Selling California Avocados, Grower Profile - Burdick Leaves Important Legacy, Meet Your CAC Staff, Florida Breeding Program Bearing Fruit, Commission Launches Water Pricing Campaign, HAB Poised for Future Growth, Capturing the Appetite Appeal Of California Avocados, Message from the President, Chairman’s Report, Better Growing, Issues Watch, California AvoTech, From Your Commission, Global Perspectives

From the Grove - Winter 2011

Topics:
CAC Develops GAP Manual, Social Media: A necessary Component of Marketing, Foodservice Programs - Mastering the Art of Chain Restaurant Promotion, Segmenting California Avocado Consumers, Meet Your 2011 - 2012 Commissioners, Grower Profile - Temecula Growers: Bullish on Industry, Brainstorming & the World Avocado Congress, Growers Advocate for Lamb Hass, Jan DeLyser Named 2011 Marketer of the Year, Message from the President, Chairman’s Report, A Grower’s Perspective, Better Growing, Global Perspective, California Avotech, Issues Watch

From the Grove: Summer 2011

Topics:
CAC’s 7 Point Plan - Providing Focus for Strategic Goals, Volume Shift Creates New District Lines, Retail Merchandising Program - Face-to-Face Still the Contact of Choice, Hand Grown in California: Resonates with Consumers, Grower Profile - John Burr: Looking to Expand, Escondido Growers - Pushing Water Solution, Avocado Nutrition Stock Soared When CAC made Its Case, Message from the President, Chairman’s Report, From the Field, Global Perspectives, Issues Watch, Better Growing, California AvoTech, A Grower’s Perspective